Lausanne
The course builds on science- and evidence-based insights, rich and plentiful practical examples, and inspiring guest speakers from the luxury brands and luxury hotels. You will learn how to articulate a luxury strategy and improve the luxuriousness of your establishment. Moreover, you will have the ability to connect with inspiring teachers, speakers and build a global network of peers to support your next steps.
The luxury market is specific and requires a carefully defined marketing strategy to succeed. In this course, you will develop your know-how and skills for this market in three steps. First, you will discover the rules and characteristics that define luxury brands and how they differentiate from premium or fashion brands. Second, you will learn how to make strategic choices in terms of luxury branding and communication in various industries, with a strong focus on hospitality. Finally, you will explore how to appreciate and respond to current challenges faced by luxury brands. Throughout the course, special emphasis will be placed on the hospitality sector.
Course information
Highlights
Learn about the definition of luxury brands and the evolution of the luxury market. During this interactive session, you will discover what makes a brand luxury and how the business model of luxury brands differs from premium and fashion brands business models. Additionally, you will define the key dimensions of luxury hospitality.
Based on academic research findings and real case studies, you will learn about the latest trends and developments in luxury hospitality. Among others, we will discuss the implication for luxury brands of the following concepts and trends: quiet luxury, liquid luxury, brand authenticity, and transformation economy.
Learn how to create a perception of luxuriousness based on latest scientific findings and via live demonstrations of in-class experiments. Achieve a systematic understanding of how consumers judge the luxuriousness of hospitality brands and learn how to strategically use these cues.
Using practical examples from various industries, you will learn about the strategies used by luxury brands to create extraordinary added value and grow their equity. Each facet of luxury brand business models will be detailed and explained with concrete examples.
Luxury brands do not communicate their offerings as mass-market brands do. You will learn the specificities, as well as the dos and the don’ts of luxury brands communication strategy.
Achieving a high brand desirability is both a necessity and a challenge for luxury brands. Through different business cases, you will learn how to build and sustain a high desirability in the long term to develop lasting consumer-brand relationships.
To obtain the Certificate of Completion, participants must successfully pass the final assessment which is composed of an on-campus group presentation and an individual essay in response to open questions.
Faculty
Bachelor's degree and 2 years of relevant professional experience or more than 5 years of professional experience in a management position
Advanced English level (C1 equivalent), for non-native speakers
The admissions team will review your submitted application to ensure your qualifications are met before confirming enrollment. If needed, the team will organize a short phone interview with you. Once accepted, you will receive a student contract to sign and be invited to settle the amount online.
Your application must be received at least one week before the start of the course.
Next date :
10 February 2025This course will equip you with the latest techniques in competitive benchmarking and industry performance monitoring, enabling you to predict and analyze your hospitality business's performance effectively.
In English
CHF 2,200
5 weeks / 8 hours per week
Next date :
18 November 2024Learn to make informed strategic choices to effectively manage situations of performance crises, decline, and distress with the hospitality industry.
In English
CHF 2,200
5 weeks / 8 hours per week
Most asked question
Visas & Travel Restrictions
A Student Visa is not required for this course. However, participants who are coming from countries outside of the EU/EEA zone may require a Schengen visa to enter Switzerland.
Price details
Price: CHF 2,500
The price includes the tuition fee, access to learning material, reference book, lunches and coffee breaks.
Payment methods
Participants will be able to pay via the payment platform Flywire, which provides various payment methods, no hidden bank fees, and offers favorable exchange rates.
How to earn the certificate
To earn the certificate, participants must achieve a score of at least 4.0 in their final presentation (on a scale of 1 to 6). Upon completion, participants will receive a Certificate of Completion.
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